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By Shraddha Shah


Pradeep Dixit




Dettol was first used in leading UK maternity hospital in the early 1930s. Shortly thereafter, in 1933,


Dettol, the iconic brand from Reckitt Benckiser.

Introduced in 1933, initially used for cuts and wounds, Click to edit Master subtitle style

Dettol soon took a life of its own in every Indian home.

It has been consistently voted as one of the 'Most Trusted of India.

brands 5/30/12

Antiseptic Liquid Hand Sanitizer Medicated Plaster Saving Cream with Fresh Fragrance Body Wash Soaps Original, Skincare, Cool and Re-




Antiseptic Liquid Dettol Antiseptic Liquid is a product, which has many uses for protecting the family from germs: Use with mopping water, to disinfect floors, completely. Use in washing laundry to disinfect the clothes. For first aid and personal care uses, Dettol


Dettols positioning in the consumers mind then was that of an emergency antiseptic product. A secondary usage came in the form of using Dettol for bathing, cleaning floors and shaving. The impact can be judged from the fact that 90 per cent of Dettol consumption came from its secondary usage. If one traces the history of Dettol, one can see that not much was done to promote it.
5/30/12 When

the first sign of stagnation prevailed, the company realized that

Reckitt Benckiser (India) ltd has decided to repositioning Dettol - its highest selling brand from just premium to address the mass segment as well.

Dettol liquid handwash has been rolled out in 135-ml packs priced at Rs. 38 across all three variants original, skincare and sensitive.

Dettol soap has been introduced in a smaller SKU of 35 gm priced at Rs 6.

The move is part of overall strategy to address diverse consumer needs.


Dettol is poised for a spate of brand extensions in the personal care space, including gels, sanitizers etc.

The target market is all households (primarily mothers) who want to provide them and their family with a 100% anti-bacterial solutioncomplete protection from all germs / bacteria and cleanliness from dirt / grime.

Geographic location Include almost all Urban, suburban, small town and some rural areas.


Television is still the primary medium of advertising for Dettol Soap. Print also forms a


From its launch to 1980's the brand had a dream run with virtually no competitors. Later on savlon introduced antiseptic liquid , which didnt succeed like Dettol.

Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value.

Savlon introduced SAVLON as first aid solution. It is commonly used for treatment of mild scarring, some mild burns, cuts and bruises as well as skin healing treatment for spots.



Starting then and till now, Dettol advertising has celebrated the role of a mother in protecting her family. Because 'If she doesn't take care of them, Who will?'


Dettol has launched Dettol Surakshit Parivar, a nationwide campaign, in association with the Indian Medical Association (IMA). The objective of this campaign is to generate awareness that good hygiene practices are essential to reduce the risk of infections, particularly for those, who are most vulnerable to illness such as infants and children. The Programme is being undertaken at three different levels New Mother Programme, School Handwash Programme Hospital Programme.

First to enter the market. Product diversification. Customer loyalty. Continuous innovation. Over the years, even as Dettols product bouquet has grown, the trusted protection has remained the same. Dettol advertising, starting in 1960s, has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs, wherever and whenever they may occur. Consumers have described Dettol as the King of Germkill and, for many people, it is the first thing that comes to mind on getting a cut or a wound. Liquid Dettol is today synonymous with the liquid antiseptic


Reckitt Benckisers objective is to generate above Industry average profitable growth by:

Focusing on building the power brands in high growth categories. Geographic expansion of the portfolio. Continuous innovation.

Dettol should be perceived as an everyday soap.

Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positioned their brands for everyday use against bacteria-Dettol soap positioning lacks that desired everyday benefit and experience. The company should attend the following issues: Smell Effect on Skin should not be harsh and make the skin dry Soap should make satisfying lather. Shape to be user-friendly. Awareness of the variants should be created in a market. Brand should be perceived as a dynamic, innovative and contemporary. 5/30/12 Company should leverage the powerful brand equity, associated with Dettol Brand, to make Dettol soap and everyday use proposition.

health y

safet y

car e

First aid

Knee scar

100% sure Germ free



Thank you be healthy.